Marketing Evolution: From Traditional to Digital

The Dawn of Digital Marketing

The internet, possibly present the greatest marketing opportunity of the 21st century. Twenty years ago, it was practically impossible for a small startup to compete for advertising space with well-established businesses.

This was largely because the media for advertising such as TV, billboards, magazines and radio were available to the highest bidder and small startup could not match the financial muscles of well-established firms.

Thanks to the internet and its multiple digital marketing channels, this is now a thing of the past. Businesses, small and medium can compete on a global scale with multinational for advertising space for free or at a small fee.

Recent trends in marketing indicate a paradigm shift in how businesses reach consumers with their products. Business models are changing across industries to accommodate the shift in consumer movement across different online platforms.

Research shows that consumers are spending a lot more time on the internet than on any other media. In a recent research by the communications watchdog Ofcom, they discovered that young people aged between 16 and 24 spent more than 27 hours a week on the internet whiles the average adult spends more than 20 hours online a week.

Marketers are inclined to place their adverts on platforms where consumers are likely to take notice and lead to the generation of impressions and conversions. The internet as it is today is a perfect fit.

The digital trends in Ghana is no different, many businesses are using online platforms to create awareness of their products or services. For instance, many individuals who import cars to Ghana as a second stream of income use the internet to facilitate this whiles undertaking their 8-5 jobs.

From selecting the appropriate cars to paying for it to importing and adverting to selling to the customer, various digital platforms can facilitate these processes. This clearly demonstrate the power of the internet as an indispensable tool for businesses.

Digital vs Traditional Marketing

Digital marketing is the umbrella term used to describe the use digital channels to promote or market products and services to consumers and businesess. These channels include Search engine optimization (SEO), Pay per click (PPC), Email Marketing, Digital Display Advertising, Social Media Marketing and Mobile Marketing.

Traditional marketing on the other hand make use of tangible items such as print ads in newspapers or magazines, posters, commercials on TV and radio, billboards, referrals and brochures. Traditional marketing is anything except digital means to brand your product or logo.

Several businesses in Ghana are moving away from the use of print media and other traditional marketing channels to online platforms like Facebook, Twitter, Instagram and even Whatsapp.   These channels deliver enormous leverage to these businesses since a very low budget is needed to start.

Besides that, these digital channels make it easy for businesses to measure results using data analytics tools like Facebook insight and Twitter analytics. Digital platforms makes it possible for businesses to reach billions of people whiles allowing customers to window shop from the comfort of their homes and thereby saving time.

Choosing a Digital Marketing Channel

The question that most business owners ponder today is, which digital marketing platform will bring the most value to my business.  This depends on the type of business and the nature of customers being targeted. A channel that works for one business may not necessarily work for another.

For instance, live video streaming digital marketing platform may work very well for businesses in the entertainment industry but email marketing may not achieve the needed results for these same businesses.

Digital marketing campaigns must therefore be planned carefully by systematically testing different channels and focusing on the ones that best work for their brand or business. Answering the following questions will help brand managers and digital marketers make a good decision with regards to their digital campaigns;

  • What does the Company intends to achieve with its digital marketing campaign?
  • How much is the company willing to invest over a specified period?
  • What is the strength of our digital marketing team or agency?
  • What is the current position of the business or brand with respect to digital marketing?
  • What is the nature of a typical customer?
  • What digital platforms will these customers be using?

Digital Marketing Channels

There are several digital marketing channels being used by businesses today but I will focus on the most common ones.

Search Engine Optimisation (SEO) involves a series of activities carried out to make a business website appear in organic results. Using this approach, a website that did not previously appear on the first page of Google search results or was not indexed at all begins to show up after a series of actions are carried out by SEO optimizers.

However, let me emphasize that SEO is normally for the long term and there are no guarantees since there is intense competition among brand to show up in search results. A short term approach for business websites to show up in search results is through the use of pay per click (PPC) campaigns.

PPC is basically advertising within search results – you only pay when the user clicks on the hyperlink to your website. Though PPC can be very expensive because of bidding competition on keywords, it is the easiest way to get your business website to show up immediately on top of search engine results. However, this does not guarantee marketing success since only 30% of users click on PPC results whiles the remaining 70% focus on organic results. However, some businesses may prefer to advertise with websites in their locality instead of search engines. If you are such a business then digital display advertising may be the right channel for you.

Digital Display Advertising makes use of graphically rich online advertising presented in consistent size formats. To select the site that will yield your brand the desired results, digital tools like Alexa can be used to see which sites are most visited by people within the territory the brand wishes to project itself. This will help the brand to select the most appropriate website to carry out its digital display campaign. However, the business may not achieve the desired results since most patrons of websites visit them for specific stuff and may not necessarily notice your advert.

Social Media refers to tools and technologies that facilitate social interaction over the internet. Social media utilizes the strength of connection between individuals. It is a very effective marketing tool because of the number of active users.  Social media has also become popular among all age brackets. Some 80% of internet users aged between 35 and 44 are now on social media platform or another, up from just 12% in 2007. There upsurge in the sale of smartphones especially in developing economies contributed to making social media very popular.

Mobile Marketing is promotional activity designed for delivery to cell phones, smart phones and other handheld devices, usually as a component of a multi-channel campaign. Whiles having a website for your business is essential in today’s competitive business environment, having mobile optimized website or app is even crucial.

In 2014, comScore reported that mobile users (smartphones and tablets user) accounted for 60% percent of online traffic. Therefore, the future of e-commerce is mobile. Last year, Ghana’s most widely circulated newspaper, the Daily Graphic, which has been printed for over fifty years introduced a mobile app that allows its readers to pay a small monthly subscription fee to read various editions of the newspaper.

This was a key strategic decision since it would help the business to cut down on cost and streamline its supply chain activities. On top of that, Google has revised its search algorithm to favour mobile-friendly websites.

At this point let me emphasize that for brands to achieve results with digital marketing, they must endeavor to use the services of digital marketing professionals or agencies since they are most likely to bring them the needed results.

Some companies resort to the use of amateur and unqualified staff who conduct their digital marketing campaigns in haphazard and inconsistent manner. This does not help the business to achieve the long term results it desires. No wonder when you visit the social media pages of some top brands in Ghana, you see post made at five months intervals instead of hourly or daily. Mind you in digital marketing it is difficult to make meaningful impact with one-off efforts. It is continuous interaction and engagement that yields the needed results.

The decision as to whether to use digital marketing channels to promote brands and businesses should not be considered an after-thought any longer by marketers since the first intuitive choice of potential customers who want to learn more about a brand is to search the internet. Therefore, online presence for a business is imperative.

You can reach the author by email ericampah2003@gmail.com

Get more stuff like this

Subscribe to our mailing list and get interesting stuff and updates to your email inbox.

Related posts

University Campuses are Good Spots for Business – not Learning Alone

Joseph Amponsah

200+ Business Ideas for the Ghanaian Market

Kwabena Okyire Appianing

The Most Engaging Banks on Facebook –Fidelity Bank Ghana tops all

Kwabena Okyire Appianing

7 Essentials Skills You Need to Build a Million Dollar Business in Ghana and Everywhere

Joseph Amponsah

How to Price your Products to Attract Customers

Kwabena Okyire Appianing

10 Investment Opportunities in Ghana You Must Consider

V. Naa Takia

The Three Super C’s : Anchors for Effective Customer Experience & Sales

Appiah-kubi Kwateng

100 Business Ideas You Can Start with $100 or Less

Kwabena Okyire Appianing

Uganda Solar Power Plant to Provide Electricity for 40,000 Homes and Businesses

Desmond Bonsu

9 Most Common Mistakes Startups Make

Joseph Amponsah

The Role of Marketing in Insurance

Nana Boatemaa Amoah

How to Get Your Branding Noticed

Desmond Bonsu

Ghanaian Shoppers are influenced by Packaging and Advertising

Kwabena Okyire Appianing

94 Creative Ways to Save Money Fast

Desmond Bonsu

Do You Need an Insurance Broker?

Mike Adomako

These 5 Drawbacks Could be The Reasons Why You Are Not Hired

Kwabena Okyire Appianing

4 Tips to Become a Good Boss

Nana Afoa Selorm

6 Types of Businesses You Can Start With Almost No Cash

Desmond Bonsu

Home Nursing Business ideas & Opportunities for Nurses

Joseph Amponsah

8 Mistakes Entrepreneurs Make When Pitching To Investors

Desmond Bonsu

Banks in Ghana: All about Energy Bank

Joseph Amponsah

30 Most Promising Young Entrepreneurs In Africa 2016

Desmond Bonsu

These are the Fast Moving Goods to Import to Ghana for Big Profits

Joseph Amponsah

Dangers of Changing Jobs often and how it affects your Career

Desmond Bonsu

Basic Strategies to Turnaround Your Broke Business into Millions

Rebecca Essilfie

Want To Make Money In Africa? Start by Solving Any of These 5 Serious Problems

Desmond Bonsu

Profitable Businesses in Ghana that require Small Capital

Joseph Amponsah

Challenges And Prospects In Running A Small Business In Ghana

Rebecca Essilfie

Adidas is Selling Only 7,000 of These Gorgeous Shoes Made From Ocean Waste

Joseph Amponsah

How Does The US Election Affect The US Dollar?

Desmond Bonsu

Only 15% of Africans Earn More Than $5,000 Per Annum

Joseph Amponsah

You can make Money Trading Commodity Futures and Forex Online

Joseph Amponsah

Sales is Everything – – Never Stop Selling

Kwabena Okyire Appianing

Here’s How to Make Money on Your Own: Self-employment Strategy

Nana Afoa Selorm

Meet the Coconut Seller who Earns More than a Banker

Joseph Amponsah

How These 10 Super Successful African Entrepreneurs Raised Money To Start Their Businesses

Kwabena Okyire Appianing

How to Earn $1,000 a Month even when you’re unemployed

Desmond Bonsu

Health is Money: Diseases that cost a fortune – Hypertension

Dulcinea Ay-gyeiwa

Are People Selling by the Road Making Money at All?

Kwabena Okyire Appianing

Sponsored Data: The Way Forward for Digital Inclusion in Ghana?

Esther Nyaadie

Banks In Ghana: Barclays Bank Ghana

Joseph Amponsah

Why Amazon is NOT Your Enemy

Successfully Raising Capital for Your Business Start-up

Joseph Amponsah

25 Things to Consider Before You Start a Business in Africa

Joseph Amponsah

10 Easy Ways Students Can Make Money Fast

Kwabena Okyire Appianing

How to Avoid Bank Charges on Your Bank Accounts

Joseph Amponsah

Top 5 Innovative Business Opportunities for Teachers

Kwabena Okyire Appianing

Amancio Ortega, Surpasses Bill Gates to Become The Richest Man in the World

Desmond Bonsu

Selecting a Money-Making Business for Self-Employment

Desmond Bonsu

5 Advantages of the Sophisticated Customer to Any Organization

Appiah-kubi Kwateng

How to write a Business Plan for your Business or Startup

Joseph Amponsah

Family and Business: 5 ways family impacts your business positively.

Joseph Amponsah

A First Time Salary Worker Shares How She Spent Her First Salary and Managed to Save 50%

Dulcinea Ay-gyeiwa

This is How Rewarding the Streets of Accra Can Be

Desmond Bonsu

10 Simple Ways to Make Money Fast

Kwabena Okyire Appianing

How Nigerian Billionaire Aliko Dangote Became Africa’s Richest Person

Desmond Bonsu

The 4 Top Business Investments Right Now

Rebecca Essilfie

If You Believe in Your Idea, Invest yourself in it

Joseph Amponsah

Lessons from the Top 10 Richest in Africa

Joseph Amponsah

9 Things to do in Your 20s to Become a Millionaire by 30

Desmond Bonsu

What Makes A Great Business Man or Woman?

Rebecca Essilfie

Most Common Reasons Why People Change Jobs

V. Naa Takia

Ghana’s Fashion Power Couple Revealed

Dulcinea Ay-gyeiwa

US election: Dollar and stocks fall as Trump Wins

Desmond Bonsu

Part-Time Jobs you can do during your National Service

Joseph Amponsah

Airtel Ghana Registers An Impressive 61% Of Customer Base On Airtel Data And Internet Services – The Highest In The Telecom Industry

Kwabena Okyire Appianing

The Top 100 Highest-Paid Celebrities of 2016 – Forbes

Kwabena Okyire Appianing

Story: The Man Who Created A Brilliant Product But Was Afraid to Share

Rebecca Essilfie

Qualities to Look out for in Your Next Business Partner

Kwabena Okyire Appianing

9 Ideas to Make a Side Income While Growing Your Business

Desmond Bonsu

10 Ways to Find Investors For Your Startup

Desmond Bonsu

Meet the New ‘World’s Richest Woman,’ a 64-Year-Old Expert on Greek Gods Who Shuns the Spotlight

Desmond Bonsu

10 Part-Time Businesses you can Start in Ghana Today

Joseph Amponsah

How to Manage Your Business for a High Share Price

Rebecca Essilfie

Steps to Starting a Small Business

Desmond Bonsu

INSIGHT: Digital Photography Business in Ghana

Joseph Amponsah

10 Dumb Money Mistakes People Make in Their 30s

Desmond Bonsu

Who is Really Responsible for the Collapse of Banks in Ghana?

Joseph Amponsah

Should you Buy New Car or a Used-Car for Trotro and Taxi Business?

Joseph Amponsah

Why You Should Become Self-Employed

Kwabena Okyire Appianing

10 Secrets for Success From 5 Self-made Billionaires

Kwabena Okyire Appianing

Risks of doing Business and how to deal with them

Joseph Amponsah

105 Service Businesses to Start Today

Desmond Bonsu

10 Easy Ways to Get Jobs Online and Make Money from Home

Kwabena Okyire Appianing

The value of Car Branding to Businesses

Kwabena Okyire Appianing

What being Career-Oriented says about a Woman

Nana Afoa Selorm

Who is a Businessman? An Often Misused Word.

Nana Afoa Selorm

With $70,000, would you obtain an MBA or Start a Business?

Joseph Amponsah

10 Benefits of Market Research for Your Businesses

Evans Brako Ntiamoah

Family and Friends Are the Best to Raise Capital from for Your Business Start-Up

Joseph Amponsah

45 Ways to Make More Money Fast

Desmond Bonsu

Thousands Lose Jobs as Cheaper Foreign Textiles Flood Ghana’s Textile Industry

Rebecca Essilfie

5 Simple Ways to Make Money In Ghana

Joseph Amponsah

10 Most Meaningful Things You Can Do With Your First Salary

Kwabena Okyire Appianing

Ghana to Fix Business Barriers with Business Regulation Strategy

Rebecca Essilfie

Health is Money – Diseases that cost a fortune

Dulcinea Ay-gyeiwa

Insurance Brokers in Ghana and Their Addresses

Desmond Bonsu

10 Reasons Why Your Start-Up Is Failing (and it’s not about money)

V. Naa Takia

Families Bleed Businesses and Threaten Growth & Survival

Joseph Amponsah

Employ Visual Assets in your Marketing to Attract and Engage People

Kwabena Okyire Appianing

Create Side-Hustle Income by Teaching What You Already Know

Desmond Bonsu

How Small Businesses Are Cracking the Online Marketing Code

Desmond Bonsu

7 Creative Ways Regular People Made $1 Million

Desmond Bonsu

You’ll Be Shocked at How Much This Trotro Mate Makes in a Day

Nana Afoa Selorm

Most Hotels in Accra do not have active websites

Kwabena Okyire Appianing

Luxury is for those who Spend Money

Nana Afoa Selorm

Show Your Customers Some Love Before Asking Them For A Date

Kwabena Okyire Appianing

Why Successful Businessmen Are Seen as Greedy?

Rebecca Essilfie

10 Businesses You Can do After 5pm

Joseph Amponsah

Top 50 Import Export Business Ideas and Opportunities

Joseph Amponsah

5 Facts Explain the Good News About Africa

Desmond Bonsu

Beginner’s Guide on How to Sell Photos on the Internet

Kwabena Okyire Appianing

Three Alternative Solutions to Firing Workers

Nana Afoa Selorm

How to Make Money This Christmas and Other Festive Seasons

Joseph Amponsah

How To Make Your Product Or Service The Number One Choice

Rebecca Essilfie

How to Start a Real Estate Business in Ghana

Joseph Amponsah

What Being a Mom Has Taught Me About Running a Business

Kwabena Okyire Appianing

Weird Businesses that Actually Make Millions

Kwabena Okyire Appianing

Personality Branding and Success: Lessons from Bukom v Bastie Bout

Nana Kwame Nkrumah (MBA, Ch.FE)

Untrue Myths About What Makes A Successful Entrepreneur

Rebecca Essilfie

10 Part-Time Businesses you can Start in Ghana Today

Joseph Amponsah

10 Low Cost Businesses You Can Do in Ghana

Joseph Amponsah

Africa has 23 Billionaires; United States has 540

Kwabena Okyire Appianing

The Need to Keep Financial Records of Your Business

Joseph Amponsah

Your Profile Picture is your Personal Branding

Kwabena Okyire Appianing

Full-time Jobs are Launch Pads for Building Your Own Successful Business

Joseph Amponsah

How to make money in Ghana’s dumsor crisis

Joseph Amponsah

10 Reasons Why You Need a Business Plan

Joseph Amponsah

7 Benefits You Gain When You Register Your Business

Joseph Amponsah

Marketing with A Limited Budget: A Test of Creativity

Nana Boatemaa Amoah

TOP 10 PROFITABLE BUSINESS IN GHANA YOU CAN START WITH A SMALL CAPITAL

Kwabena Okyire Appianing

Low-cost Production is Paramount to Building Successful Business in Africa

Joseph Amponsah

Is the CEO a Thinker or a Doer?

Joseph Amponsah

Customers need information to make Buying Decisions

How to Start a Business Online

Desmond Bonsu

Unemployment is an Opportunity to Make Money Successfully

Joseph Amponsah

Making Money on the Internet (Part 1)

Kwabena Okyire Appianing

A Simple 6-Step Process to Starting a Small Business

Desmond Bonsu

Must you own a Business to become Rich?

Joseph Amponsah

Obstacles in Africa That Force Multinational Businesses to Leave the Continent

Joseph Amponsah

The Co-Founder of Gilt on What Her First Job at Ebay Taught Her About Running a Company

Desmond Bonsu

Health is Money: Ladies, Breast Cancer Could Wipe Your Bank Accounts

Dulcinea Ay-gyeiwa

Former University of Ghana Student Goes Big on Makeup Business; Heres How

Kwabena Okyire Appianing

Make Your Creative Ideas Concrete and Relevant Enough to Earn Money

Nana Afoa Selorm

Uganda Launches $19m Solar Power Plant; the Largest in East Africa

Desmond Bonsu

Student Enterprises on Campus are Valuable Learning Opportunities.

Kwabena Okyire Appianing

Getting Creative with Bulk SMS

Joseph Amponsah

50 Ways to Make $1,000,000 and Become a Millionaire Fast

Kwabena Okyire Appianing

List of Profitable Business Ideas To Venture in Ghana

Kwabena Okyire Appianing

Trading Forex and Commodity Futures online isn’t as Obscure as You Think

Joseph Amponsah

How to Transform a Terrible Idea into a Money-making Venture

Nana Afoa Selorm

Start a Roadside Business Today and You’ll be Amazed at the Profits

Joseph Amponsah

How to Get Your First 3 Paying Clients

Desmond Bonsu

101 Ways to Make an Extra $500 a Month While Keeping Your Full-Time Job

Desmond Bonsu

Low Marketing Budget Is Stifling Startups And Small Businesses

Kwabena Okyire Appianing

100 Low Cost Business Ideas

Desmond Bonsu

Six Smart Ways to Make Money with Your Website or Blog

Kwabena Okyire Appianing

The Top 10 Best Paying Jobs in Ghana

Joseph Amponsah

7 Simple Steps to Becoming Self-Employed and Rich

Desmond Bonsu

5 Simple Ways to Make Money In Ghana

Joseph Amponsah

9 Profitable Businesses to invest in

Joseph Amponsah

Failing to Balance Studies and Entrepreneurship; a Real Life Experience from Kwame

Irvin Akueitteh Quartey

25 Part-Time Business Ideas

Desmond Bonsu

7 Goods you can Export to Earn Dollars Regularly

Joseph Amponsah

Samsung Unveils Galaxy Note7 Smartphone

Kwabena Okyire Appianing

How to Start Commodity Futures and Forex Trading Online

Joseph Amponsah

The Business Plan: How to Write a Good Executive Summary

Joseph Amponsah

Infographic:- The Most Profitable Businesses in Ghana that Require Small Capital

Joseph Amponsah

Do’s and Don’ts For a Business Startup

Rebecca Essilfie

How to Invest and Make Your First GHc100,000 in Ghana

Kwabena Okyire Appianing

The Power of Mass Market Products to Make You Rich

Kwabena Okyire Appianing

Why Entrepreneurs Are Flocking to Create a Cannabusiness

Desmond Bonsu

Profitable Businesses in Ghana that Require Small Capital

Joseph Amponsah

Ghana among top 50 countries globally with highest taxes in the mobile sector

Derrick Atakorah Yeboah

How Aliko Dangote Became the Richest African

Desmond Bonsu

Franchising is a Better Way to Start a Business or Expand an Existing Business

Joseph Amponsah

10 Life Lessons That Will Help You Run Your Own Business Successfully

Rebecca Essilfie

5 Ways to Make Money during Nana Akufo-Addo’s Presidency in Ghana

Joseph Amponsah

Save First Before You Consume if You Want To Be Rich

Joseph Amponsah

This is Why i Want to Slap my Boss

Nana Afoa Selorm

Retail Pricing Strategies for Startups and Small Businesses

Kwabena Okyire Appianing

California high school makes $24 million from Snapchat IPO

Desmond Bonsu

3 Essential Skills You Need to Grow Your Business in Ghana

Joseph Amponsah

6 Supply Businesses in Ghana that require Small Capital

Joseph Amponsah

Leave a Comment

* By using this form you agree with the storage and handling of your data by this website.